Saban, Jakks to Launch Web Series

Century City kids entertainment firm Saban Brands is teaming up with Malibu toymaker Jakks Pacific to bring to life emojis – those smiley face symbols on your cell phone texts – with a forthcoming web series and toy line, the companies announced Tuesday.

The series, called "Emojiville," will debut online this fall. Saban Brands is handling the content, distribution, marketing, promotions and licensing. Jakks Pacific is developing the toy line and other consumer products. The goal is to eventually get the series on TV.

Jakks has a previous relationship with Saban for Power Rangers toys.

The companies are hoping the popularity of the symbols will spill over into the series.

"We are excited to embrace the emoji culture and take this concept to the next level," Elie Dekel, president of Saban Brands, said in a statement.

Saban Brands is controlled by billionaire Haim Saban, who ranks No. 12 on the Business Journal's list of Wealthiest Angelenos.

Jakks Pacific shares closed up 3 percent to $7.78 in Tuesday trading on the Nasdaq.